Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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Segmentation: Where to Start? When to Stop.

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You’ve heard it before: To get the best results in email marketing you need to send the right message to the right person at the right time.
So how do we make sure that happens?
By targeting our audience through segmentation. Segmentation is about identifying differences between your subscribers: Email segments must differentiate subscribers the same way traditional marketers do. For example, traditional marketing segments include:

Demographic – Age group, gender, marital status, income, education, employment status, where they live (also known as geographic).

Psychographic – Interest, activities and opinions.

Behavioral – how they are interacting with your business.
Email marketing allows for a few more:

Attributes – All the information you have in your database.

Origin or Source – Where the subscriber originated, such as through a sign-up form, a CRM sync, or a shopping cart.

Email Activity – Recipients that opened, clicked, or did nothing.

The simplest way to group subscribers, if you segment them by email activity alone, is to identify who opens your emails and who does not. These “openers” have a subgroup called “clickers,” and openers and clickers constitute your most engaged readers. Of course, your most engaged readers from a year ago may not be the most engaged today, so you need to remain vigilant about keeping segments current. Two further segments require a bit more consumer information but are still simple to isolate: customers and leads. “Leads” are those who haven’t yet purchased anything from you but have requested more information; “customers” are, well, people who have spent money with your organization.
Customers can be categorized by:

Date of last purchase

Amount of last purchase/average order size

Brands, type of products/services purchased

Typically, a customer can be considered lapsed or inactive one year after his or her last transaction with your organization.
Segmentation is useful only if you group your contacts so they react to your offers in the same way. For example, offering leads or non-customers a purchase incentive like, “40% off your first order + free shipping,” is compelling enough to overcome anxiety about trying your products, and could be the offer that gets them to jump from non-buyer to customer. Even if it’s cutting into margin, the cost of getting new customers is high, so sacrificing some initial profit can be acceptable.
But sending the same offer to the customer group could have a negative effect. Customers don’t need an incentive to place their first order since they've already done so, and nothing alienates customers more than a nonredeemable offer. Also, if a customer has ordered recently you might not need to give him as deep a discount, even if you remove the “first order” exclusion -- you might get his order but lose money on repeat buys. Focusing on free shipping and a less aggressive discount should do the trick.
For best results, leverage what you already know about your subscribers, and if they already do business with you then you know far more than you think. Remember, segments don’t have to be complicated -- simple groups go a long way toward great success. To maximize your gains just increase the complexity of your segments gradually until results eventually taper.
Best of luck in your email marketing success!

Wendy is a Pragmatic Marketing Certified professional with 11 years of online marketing, business and product management experience.
Focused on managing the Campaigner marketing programs and product messaging, Wendy maintains a close watch on the frustrations of email marketers, industry trends, and market developments. With a great appreciation for customer concerns and a keen interest in delivering timely product initiatives and strategic value offerings, Wendy delivers unparalleled email marketing solutions that provide the necessary tools for customer success.